Today brands are born, not made. A new brand must be capabl… - Al Ries

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Today brands are born, not made. A new brand must be capable of generating favorable publicity in the media or it won’t have a chance in the marketplace. And just how do you generate publicity? The best way to generate publicity is by being first. In other words, by being the first brand in a new category.

Al Ries

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Today brands are born, not made. A new brand must be capable of generating favorable publicity in the media or it won’t have a chance in the marketplace.

Originators like Al Ries:

David Ogilvy Josh Kaufman Dave Trott Peter Thiel Dan S. Kennedy

Additional quotes by Al Ries

"The average person can tolerate being told something which he or she knows nothing about. (Which is why "news" is an effective advertising approach.) But the average person cannot tolerate being told he or she is wrong. Mind-changing is the road to advertising disaster."

A perception that exists in the mind is often interpreted as a universal truth.

Branding opportunities do not lie in the pursuit of existing markets. Branding opportunities lie in the creation of new markets.

Today brands are born, not made. A new brand must be capable of generating favorable publicity in the media or it won’t have a chance in the marketpl… - Al Ries

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